TENA® Pants Discret Negro
TENA Mexico unveils the first disposable underwear product in black, which has the perfect balance between protection / safety and discretion / femininity. We prepared new TVC campaign for Essity México, the concept that supports this new innovation and generates empathy with our female users.
The challenge was to create a security and beauty link between TENA and the silent users, so we talked about something they have in common: empowerment.
For this campaign, we start from the insight of women's empowerment based on the color of underwear they wear. Through the contrast of black and pink we work on an artistic direction for POP materials, billboards and outdoors.
We created a concept that calls women of different ages to try the product and break the taboo of incontinence. Cuando visto de negro... (When I dress in Black) she talks to these women about empowering themselves through a product that resembles black underwear.
For this campaign we created 3 women of different ages, who exemplify true women with real problems and situations and how incontinence has not been a barrier for them.
Strategic Approach
Based on research and listening, we listen to our quietest users and make them the focus of our history. We create 3 characters based on them and identify the most common situations that happen to them on the day, making the campaign more real and without assumptions.
TVC Campaign
This TV campaign was carried out mostly by women since as much as the direction of the commercial, the production, the cast, the production team of the commercial was made up almost 100% of women.
TV Spot
3 different women prepare in front of the mirror for a decisive moment in their day, we accompany them as a flashforward and we can see how they overcome that tension, making the product accompany the protagonists, instead of just magically solving the situation.
A romantic dinner, an important meeting and going out with friends, became stressful situations for women with incontinence.
In this Tv Spot we managed to put these girls and their daily lives on screen, without forgetting the product present at every moment of their day. It was a challenge together with the brand to make real characters without retouching and without filters.
Each of them is unique, with different characteristics, ages, sizes and occupations, which makes our campaign real and without filters.
Photo Shoot
We had a photo session that was used to create the on and off materials for the campaign, they were taken in the studio and there was a process of retouching and trimming.
We came to create an offline campaign based on a digital strategy, inspired by real users and downloaded to different media such as television set in Mexico and Central America, cinema in Mexico, outdoor advertising, billboards, spectacular, buses, trucks, bridges, as well as material for point of sale (POP).
We work directly with Essity global to co-create local communication material downloaded
from a global campaign.
Credits:
Agency: Foo Studio
Client: Essity México
CEO Agency: Shesh
VP Client Services: Janette Martin
Account Manager: Jorge Rodríguez
Producer Manager: Isis Figueroa
Digital Strategist: María José Guerrero
My Role: Creative Direction, and Art Direction
Art Director: César Hernández
Art Director: Melissa Zermeño
Production: Sin Nombre | Media House
Director: Faride Schroeder
Executive Producer: Chantal Escartín
Director of production: Leslie Montero
Editor: Enrique de la Cruz
